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Market research

All things related to market research. From different types of market research like qualitative and quantitative to market research you can do on your own and how to work with market research agencies.

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E-Commerce capability – 12 ways to drive success

Snapshot : Great e-Commerce businesses put the right skills, processes and systems in place to support their operations. These skills, processes and systems are come from building e-Commerce capability. In this article, we outline 12 different types of e-Commerce capability that you can improve to be a better online seller.  For online buyers, shopping seems easy. Pick what you want on the website, enter your details and voila, the product… Read More »E-Commerce capability – 12 ways to drive success

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Creative evaluation – 3 key questions to keep you on the right track

Snapshot :  Getting creative work out the door and in front of customers can be a challenge. The creative evaluation process takes time. There can be many distractions and differences of opinion as your try to make the creative work better. To keep you on track through these challenges, we recommend you always come back to three key questions. Who’s it for? What do you want them to think and… Read More »Creative evaluation – 3 key questions to keep you on the right track

Example of a customer segment profile for a hypothetical customer for adventure holidays called Lonesome Lukas

Customer segment profiles – how to make your customer the hero

Snapshot : Customer targeting decisions are an important part of brand management. Customer segment profiles help you define and describe your target customers. We’ll share how to use them to create a shared understanding of the customer and to check your marketing activity against customer needs. Ideally, you want them to show the customer as the hero of your brand’s story.  In brand strategy development, you have many important decisions… Read More »Customer segment profiles – how to make your customer the hero

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Let’s talk about advertising impact on sales and profits

Snapshot : This week, we look at the pros and cons of short-term versus long-term advertising. The former focuses on sales activation, while the latter builds brand equity. Research shows the best results come when you find the right balance between the two. You only find the right balance for your brand when you review advertising impact. So, we’ll share three different ways to do that.  Advertising (including media) is usually… Read More »Let’s talk about advertising impact on sales and profits

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Online marketing opportunities from communications, social and productivity consumer needs

Snapshot : The customer needs of communications, socialising and productivity bring many online marketing opportunities. In this article, we’ll explain and dive into those needs, and give examples of brands that grow by meeting those needs. Learn from these examples to boost your own online marketing.  A few weeks ago, we wrote an article about TNS’s Digital Lifestyle study, which identifies six online customer needs. We focussed on three of those needs – information,… Read More »Online marketing opportunities from communications, social and productivity consumer needs

Marketing evolution - revolution model - spectrum showing mouse problem in middle and evolution answer - better mousetrap - and revolution answer - a cat

Marketing evolution versus marketing revolution

Snapshot : This week, we dive into the differences between marketing evolution and marketing revolution. Do you safely and steadily evolve your marketing with incremental changes to build up long-term consistent growth? Or, do you boldly and brazenly revolutionise your marketing to drive disruptive but risky breakthroughs? That’s the innovator’s dilemma.  One of the great things about working in marketing is you get to spend time thinking about what makes people tick.  We’re all different, after all.  But marketing… Read More »Marketing evolution versus marketing revolution

Close up shot of a set of white chess pieces, with a single black pawn replacing one of the white pawns to show differentiation and distinctiveness

Four key lessons to find your e-Commerce competitive advantage

Snapshot : To find your e-Commerce competitive advantage, you need to follow a marketing-led approach. In this article, we cover how knowing your audience, building your brand and creating relevant and inspiring experiences drive e-Commerce success. And of course, to stay at the top of your game in e-Commerce it’s important to keep learning. If you believe most of what you read online about e-Commerce, you don’t need to worry about… Read More »Four key lessons to find your e-Commerce competitive advantage

Let’s reconnect on social media channels – where were we again?

Snapshot : This week, we keep an old promise and look at more social medial channels beyond the Big 4. Join our online party as we flick though the ups and downs of You Tube, Pinterest, Reddit and Tumblr and what these social media channels can do for your brand and your customers.  It’s important to keep promises, right? Even if it’s been a while since you made that promise. So, we recently re-read our… Read More »Let’s reconnect on social media channels – where were we again?

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Marketing agency evaluation – some rules of thumb

Snapshot : Formal marketing agency evaluation is important. But, there are also many informal ways to judge whether your agency is doing a good job for you. We cover the many rules of thumb that will help you decide if your agency relationship is a dream or a dud. One of the first lessons you are taught in marketing is that you can’t do everything yourself. Marketing covers a wide… Read More »Marketing agency evaluation – some rules of thumb

Neon sign with do something great

Marketing inspiration – read like a polymath

Summary : We take marketing inspiration from reading about other topics. So, in this article we some learning from psychology and behavioural science. Then, look at how to improve your writing skills. And, we finish with what you can learn from the culture behind the New Zealand All Blacks rugby team. We call this polymath reading.  One of the challenges when you call your business Three-brains, is people expect you to… Read More »Marketing inspiration – read like a polymath

Google M and Ms

Most searched on google today – finding ideas

Snapshot : A quick data dive into most searched on google today. Let’s look at how Google Trends gives marketers content ideas for digital and social media based on trending search terms. Sports, celebrities, news and events dominate. But there’s always some random searches that you can also tap into.  One job you’d never want, would be to work in the press office at Google. Because they get a lot of bad press. Look at the recent coverage of their fall… Read More »Most searched on google today – finding ideas